Content Marketing for Financial Advisors
How to Take Control of Communications in Ever-Changing Markets
Are your clients thrown out of kilter by tumultuous markets?
Are they anxious — hoping they will somehow be able to make it through the turmoil?
How well have you prepared clients for the seeming chaos fueled by media mayhem?
How have you helped them to take ever-changing markets in stride?
Here you will not find “magic words” to calm all worries or a list of phrases not to use. Not all advisors are alike, nor are all clients the same. There is no precise formula.
Here you will discover a path you can adapt to gain control:
– to ease your clients’ concerns and
– to make your life as an advisor easier.
The familiar adage “The best defense is a good offense” points the way to a strong advantage for you.
The answer is to generate a communications strategy (content marketing for financial advisors) to add greater clarity and certainty to your clients’ lives.
And the good news is that you can start right now.
Think of a sequence of communications. It could include a webinar, a series of short personal letters to clients and prospects, a simple white paper or special report. an article, something else, or a combination of communications.
Your “content” doesn’t need to be lengthy — just long enough to do its job.
It could, for example:
- Lay out your financial planning process and/or investment approach,
- Reveal how you help clients reach their goals and the life they desire, or
- Bring to light how you are uniquely qualified to steer clients through ever-changing markets.
An important insight stood out for me in an “InvestmentNews” article about how robo-advisers are handling the downturn.
“Most of the customers who sign on for robo-advisers know that they are investing for the long term, and generally are not calling in concerned about short-term issues.”
This points to another advantage of a communications strategy — attracting clients who understand and are comfortable with your approach. (Many of your communications will be valuable for prospects, too.)
Here you discover through two client examples of special reports how they call on the report as only one part of a consistent communications strategy:
Content Marketing Example #1 — Preparing Clients for the Uncertainty of Investing
This report touched on the unprecedented access to information and how to distinguish between information that is valuable and that which can lead to harmful decisions.
The core of the advisor’s report presented the Six Pillar Process to help prevent reckless or ill-timed decisions.
The process includes Three Principles — and one is Discipline. “This is the vital ability to adopt a plan and stick to it. Then, your emotional responses do not rule.”
Here he is training prospects, and reminding clients who read the report, to exercise control and restraint and “outlast media hysterics.”
The advisor also sets expectations for communication:
He “realizes that he can contribute to his clients’ success through consistent contact (no matter what the market conditions) so that they always feel informed.”
And he does follow through with consistent contact.
One especially powerful personal follow-up letter to clients and prospects was called “Preparing for the Inevitable Correction.” It looked ahead as the Dow Jones industrial Average made new all-time highs.
“A correction is always right around the corner,” he wrote. “Don’t let that scare you out of a portfolio designed to help you realize your most treasured goals.”
And, yes, his Six Pillar Process is also prominently displayed on his website.
Content Marketing Example #2 — Centering a Core Communication on Helping Clients Achieve a Fulfilling Retirement
The special report begins with 5 Common Retirement Planning Mistakes – with each misstep the advisor also presents a path to avoid the trap.
The fifth mistake is about not planning for life beyond finances . . . for the mental, physical, and spiritual elements of life and for important relationships.
This component is an advantage that runs through his work and his relationship with each client.
The benefit comes to life through his Realization Process. And a key to the Process is “Continuing the Commitment.”
His commitment includes two-to-four face-to-face meetings each year along with monthly calls or webinars to keep clients up to date.
In the calls and meetings he schedules time to plan beyond finances for the other elements of the client’s life.
And he transforms a financial relationship into a personal one encompssing life beyond finances.
Advisors who see solid relationships with clients have communicated consistently year in and year out.
They have a core message reinforced time and time again — both with clients and also prospects.
They communicate through various channels from social media or a blog to email letters and print messages to webinars and through their websites, special reports, advisory groups, and more.
For information on our Bear Market-ing communications offerings and comprehensive program, contact Bob Hanson at email@example.com